- By Kiwi Commerce
- 26 Sep, 2025
- Magento
Magento 2 SEO Checklist for 2025: What’s Changed?
Search Engine Optimisation (SEO) for Magento 2 has evolved significantly in 2025. While traditional elements like metadata, canonical tags, and XML sitemaps are still critical, Google’s increased focus on Core Web Vitals, AI-driven search algorithms, and semantic indexing means merchants need to adapt quickly.
This comprehensive checklist, created for Kiwi Commerce, reflects the most important SEO updates for Magento 2 stores in 2025, covering everything from technical health and structured data to multilingual SEO and content strategy.
1. Core Web Vitals (CWV) – Now Non-Negotiable
Google made CWV a ranking factor in 2021, but in 2025, failing CWV can severely limit your visibility.
Largest Contentful Paint (LCP):
Target: < 2.5s
Fix: Optimise banners, use lazy loading for product images, leverage Fastly CDN.
Interaction to Next Paint (INP)(replacing FID in March 2025):
Target: < 200ms
Fix: Minimise JavaScript execution, delay third-party scripts (chat, reviews).
Cumulative Layout Shift (CLS):
Target: < 0.1
Fix: Reserve space for fonts/images; avoid layout shifts on page load.
✅ Magento Tip: Consider switching to a lightweight frontend such as Hyvä Themes or optimise Luma with bundling, minification, and critical CSS strategies.
2. Canonical Tags & URL Strategy
Duplicate content is a common Magento SEO issue due to layered navigation, category filtering, and pagination.
💡 Best Practices:
Use rel=”canonical” to point to the cleanest product/category URL.
Use Magento’s built-in canonical tag options (Stores > Config > Catalog > Search Engine Optimizations).
Avoid indexing filter or sort URLs (?dir=asc, ?order=price) via robots.txt or meta robots noindex.
✅ Pro Tip:
Use Google Search Console or Screaming Frog to identify and resolve multiple canonicals pointing to the same content.
3. Structured Data & Rich Snippets (Schema Markup)
Google relies heavily on structured data to understand your Magento site.
Add:
Product schema (name, SKU, price, availability, image)
Review schema (aggregate ratings)
BreadcrumbList schema
FAQPage schema (especially for blog/help centre content)
Tools:
Magento extensions: Amasty SEO Toolkit, MageWorx SEO Suite
JSON-LD generators or custom blocks
Test with Google’s Rich Results Test and Schema.org Validator
✅ Bonus: Add schema to your homepage (Organization/Website) to improve brand recognition.
4. Multilingual & Multi-Region SEO
If your Magento store uses multiple domains or store views (.co.uk, .com, .fr), hreflang implementation is critical.
Checklist:
Use hreflang tags to signal correct language/region versions (e.g., en-GB, en-US, fr-FR)
Always include a x-default value for fallback
Ensure URLs are consistent and do not redirect based on IP without user choice (use country selector)
Magento Setup:
Use store codes in URLs or different domains per store view.
Configure Stores > Configuration > Web > URL Options properly for consistency.
5. Pagination & Infinite Scroll SEO
Magento 2 supports pagination out of the box — but how it’s implemented matters for SEO.
Recommendation:
Use rel=”prev” and rel=”next” (deprecated by Google, but still useful for other engines)
Ensure paginated pages have self-referencing canonical URLs
Avoid blocking pagination with noindex, unless you use infinite scroll with AJAX
✅ If using AJAX loading, consider prerendering or progressive enhancement to ensure crawlers can access content.
6. Semantic SEO & AI Optimisation
Google now understands search intent using AI models like MUM and Gemini.
Content Strategy for 2025:
Focus on topical clusters, not single keywords
Use semantic variants in product and category descriptions
Include FAQs, “Who is this for?”, and “Why buy this?” sections
Create helpful blog content that answers real customer questions
🛠 Tools:
Use ChatGPT or Claude to expand or reword product copy semantically
SurferSEO / NeuronWriter for semantic scoring
7. Indexing, Crawling & Robots.txt
Magento-specific robots.txt tips:
Disallow: /customer/
Disallow: /checkout/
Disallow: /catalogsearch/
Disallow: /*?dir=
Disallow: /*?order=
Disallow: /*?p=
Ensure robots.txt is NOT blocking media, JS, or CSS unless needed
Submit updated sitemaps in GSC after changes
Use meta robots tag for layered/facet URLs instead of global blocking
8. Sitemap Best Practices
Magento auto-generates sitemaps, but many sites forget to optimise them.
Checklist:
Enable Product, Category, and CMS Page sitemaps separately
Include only indexable pages
Set frequency and priority correctly (e.g., homepage: daily, 1.0)
Submit to Google Search Console and Bing Webmaster Tools
9. Voice Search & Conversational Content
Voice search is growing, especially on mobile.
Optimise by:
Adding FAQs using FAQPage schema
Writing in natural language (not robotic keyword stuffing)
Structuring answers clearly under subheadings
Examples:
“What is the best tumble dryer under £300?”“How do I choose the right size TV?”
⚡ 10. Image Optimisation & WebP Support
Fast-loading images are a key part of both SEO and UX.
Magento Tips:
Use WebP via image optimisation extensions or server-level conversion
Lazy-load non-viewport images
Compress using tools like TinyPNG or ImageMagick
Conclusion
Magento 2 SEO in 2025 is no longer about stuffing keywords into product descriptions. It’s about technical excellence, semantic precision, and performance-first experiences. Follow this checklist, created by Kiwi Commerce, to future-proof your SEO and stay ahead of competitors in search rankings.
